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1 MODERN MEIHODS! 
!qf MERCHANDISING! 

BY 
I MAC MARTW of MINNEAPOLIS = 

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HF5S23 



COPYRIGHT 1915 BY 

MAC MARTIN ADVERTISING CO. 

MINNEAPOLIS, MINN. 



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I am dedicating tfus 
.if tie book to ipu. m 
These simple siories 
mai] assist uou in avoid- 
ing some of the hard 
knocks others have x 
encountered.As ijou 
read if I trust uou will 
feel that lam talking to 
gou and fonpu alone 




WARD HARRISON MORTGACE CO SIMS MArr acc'u rtr «,„,„ „T 

FORT VORTH.TEXAS CEr'eALCO "*" ^"p^SphK 



-4 Company is Known by the 
Customers it Keeps. 



ADVERTISING IS BUILT 
ON MERCHANDISING 

awtaiwiimmnnniiiiHinmiiiniaitiianiaiuiiniitianwi l wwillfm a nwmWi 




T is now over a decade since I started 
this business and began to assist people 
in the preparation of their advertising. 

During these years I have seen many 
changes take place. Each year business 
men are gaining more respect for advertis- 
ing and greater knowledge of what it will 
and will not do. 

The world is learning that advertising, to 
be effective, must be linked closely with 
merchandising — must be built on a thor- 
ough knowledge of the different methods 
of merchandising. 

What I have learned of advertising and 
its relation to merchandising has come 
through experience with many classes of 
business. It has come through constant 
study and hard knocks. 

As the years have gone by I have sought 
out the paths of least resistance — I have 
learned to avoid many things. 

Perhaps the stories of some of these 
experiences — the failures as well as the 
successes — may be of profit to you in your 
business. 



5] 



1IT DOES NOT PAY TO 
GO OFF HALF COCKED 

— JIHIIIIIIHIIIMIIIUIIIIIMIIIIIMMIimiUMMIMMMIUIIIIIIIIIIIIItHIIHIIIIIUUiltlti * 



• Mn»M»MI>MNMMMUMIIIIIMlt*nilHIIIIIMUIti 



JOT so long ago a wholesale druggist 

conceived the idea of putting cold 

cream in stick form in a specially designed 

tube which could be carried conveniently 

in a lady's pocket book. 

He not only had plenty of money to 
invest in advertising and a completely 
equipped plant ready to produce the prod- 
uct in large quantities, but through years 
of fair dealing he had built up a trade 
among some 3000 dealers who would stock 
an article on his recommendation alone. 

The article seemed so meritorious that 
its maker thought all he would have to do 
to make a fortune would be to apply the 
magic wand of advertising. 

An advertising campaign calling for an 
expenditure of $100,000 was talked of and 
success seemed so certain that several news- 
paper and magazine advertisements were 
negotiated for before I was called in to 
prepare the advertising. 

Everything looked so favorable on the 
face of it that I suppose some people won- 
der why I did not make up a list of pub- 
lications of known value, write and illus- 
trate some strong advertisements, and 
start spending his money for him right 
away. 

[6 



XMAC MARTIN ADVERTISING COMPANY X 



The maker had told me all that he thought I 
needed to know about the product, and 
my records showed many things about the 
markets and the best advertising media, 
yet I did not feel that I had sufficient in- 
formation. 

I had visited the factory and watched the 
product being made, but I wanted to go 
into drug stores and watch it being sold. I 
also wanted to question women who had 
used it. 

The druggists told me, as an outsider, 
many things that they would not have told 
to the maker or to his salesmen. 

Some of the women who tried it were 
enthusiastic over it. They bought it 
quite readily at first, but after careful in- 
vestigation I found that they very seldom 
bought it the second time. 

One test after another brought me face 
to face with the fact that it was only a 
novelty, that it was not a "repeater" and 
that it would not be wise to stake any 
great amount of money on it. 

As there was very little of the "repeat" 
element in the product, the day would 
come that the manufacturer would find, 
just when his advertising should bring the 
greatest returns, that he had sold every 
possible customer in his market once, and 
they wouldn't buy again. 

Four other things I discovered which 



7] 



x modern Methods of merchandising x 

this manufacturer had evidently overlooked : 
first, the name chosen for the product could 
not be protected as a trade-mark ; second, the 
perfume with which the article was 
scented did not seem to appeal to the class 
of people most likely to buy; third, the 
article which was being sold to consumers 
at 50 cents was being compared with 
similar articles of about the same size 
selling at 25 cents; and fourth, because the 
manufacturer was giving the department 
stores special discounts, they were selling 
the 50 cent article at 39 cents one day and 
42 cents the next day — both prices being 
lower than local drug stores could afford 
to meet. The result of this cutting in 
price was that, while the local drug stores 
stocked the article very readily in the 
beginning on the recommendation of the 
manufacturer, they refused to re-order, 
because to meet competition they were 
practically compelled to sell the article at 
a loss. 

The manufacturer might have gone 
ahead and spent his $100,000 in advertis- 
ing and learned these things from expe- 
rience as some others have done. 

But when these facts were laid before 
him he appreciated the value of a prelimi- 
nary investigation by one experienced in 
such things. 



[ 8 




P ART OF A SERIES OF 
HAND LETTERED ADVERTISEMENTS 




PART OF A GREAT NORTHERN 
SETTLER'S SERIES 



Accept 

Minnesota's 
Invitation » 




Northern Pacific Ry 



PART OF A NORTHERN PACIFIC 
IMMIGRATION SERIES 



NEWSPAPER CUTS FOR DEALERS 



Our Artists and Writers are experienced 
in giving an atmosphere of individuality 
to the advertisements of each client. 



tMtmNMtN«aimiaMiuM*MMMiMimMMiMtiit«iiwMitnMMMimiinMtnMnN"NtMMNn 



IT DOES NOT PAY TO 
STOP ADVERTISING 



■UtMMimMtHMWM«l«HtMIWMMH m i m lH IM MM«MWIIMWt H »« 



THEN you have once decided that 
your product is good enough to ad- 
vertise, continuous advertising is the 
cheapest investment. Most would-be ad- 
vertisers stop digging just when they are 
about to reach ''pay dirt." 

Records show that the death rate in this 
country is 17 in every 1000 and the births 
are 32 per 1000. Even if your advertising 
was the greatest the world had ever seen 
a stop of only ten years would mean nearly 
one third of the people able to read and 
write who never saw your advertising to 
say nothing of the remaining two thirds 
who would probably long ago have for- 
gotten you. 

A man once asked me how long I thought 
would be necessary to test the advantages 
of advertising for one of his products. 

Before answering I asked him "How 
often does the same consumer buy your 
class of product?" 

He told me they re-ordered a supply 
every three or six months. 

If we advertised continuously for six 
months we would then just have a chance 
of catching each buyer on this next order. 
That was certainly the shortest time pos- 
sible for a test. 

[10 



\RTIN ADVERTISING COMPANY X 

We started the advertising, but at the 
end of four months he wanted to quit. 

I reminded him of his estimate and asked 
the privilege of sending a letter to a select 
list of his prospects. In this letter I put 
a return postal on which one of the ques- 
tions asked was, "How often do you order?" 
The returned postals showed that while 
the shortest time was three months, as my 
client had said, the longest was 3 years, 
and the average was 11 \ months. 

Two other questions asked on this post 
card were: "In what quantities do you 
order?" and "If you were ordering to-day, 
what brand would you probably specify?" 
The answers to these two questions in- 
dicated a volume of business that would 
have been equal to a 150% increase if the 
buyers had been in a position to order at 
that time. 

J. George Frederick, Editor of "Adver- 
tising & Selling," says: "One can con- 
cede the possibility of a very brief cessation 
of advertising without harm — just as it is 
possible to sling a pail of water over one's 
head without spilling, because of momen- 
tum. But as soon as the speed is slackened 
the momentum is broken, and out spill the 
whole contents. The performance of many 
"advertisers" is as crude as the over- 
cautious effort of a child to swing the pail of 
water: he is constantly spilling and losing." 



11 



x modern Methods of merchandising* 




Chart To Show The Repeat 
Of Regular. Customers 

Take the total customers ap- 
pearing on your ledger this year 
and divide them into classes. 
One chart may be prepared for 
number of customers and 
another for the volume of busi- 
ness. It is more important to 
hold old business than it is to 
obtain new. Advertising that 
is directed towards getting only 
new customers is performing 
less than half of its duty. 



X 



— — — 4 

iiMtiiutimiiuii 

3 



HOW TO DECREASE 
SELLING COST 

illtlllllllllllllllllltmiHIIIIMillllllllMMIIIIIIMIIIIIIIMIIMIIilllHIIIIHHIIIIinill 






BUSINESS is like war. It is a struggle 
for commercial existence, and only 
those who use the most modern methods 
can expect to survive. 

Suppose you and a certain competitor 
are each making annually 1,000,000 boxes 
of your products. Let us consider that you 
each have been spending $25,000 annually 
in advertising and $75,000 on your sales- 
men, or $100,000 to sell 1,000,000 boxes. 
That is a selling cost for each of you of 
10 cents a box. Let us also estimate that 
you each make a net profit of $50,000 or 
5 cents a box. 

Now suppose your competitor decides 
to put forth an extra effort to increase 
his volume and to popularize his brand 
by more advertising. A salesman can 
take an order for 10 dozen just as easily 
as he can for one twelfth of a dozen if the 
demand has been created. 

Let us suppose that next year or the 
year after your competitor's advertising 
appropriation is increased to $125,000, 
making a total selling cost of $200,000, but 
in doing this the advertising has so in- 
creased the volume that he sells 4,000,000 
boxes. His selling cost is now 5 cents 



13 



X MODERN METHODS OF MERCHANDISING X 

against your 10 cents. He not only makes 
four times the gross profit that you make, 
because he sells four times as much, but 
he makes another profit of 5 cents for every 
box sold, because he can sell at half of 
your expense. 

How will this affect you? You may not 
notice the effect while times are good and 
you and your competitor maintain the 
same price. But let a crisis come, or let 
your competitor see that he can increase 
his volume still further by lowering his 
price to the consumer and — well, he can 
run you out of business any time he wants 
to. There will be no " combination in 
restraint of trade" either. He holds you in 
the hollow of his hand. You are beaten any- 
time he takes a notion to say the word. 
Through advertising he has cut his cost 
to a place where he can make a good profit 
and still sell at a price below your actual 
cost. 

This illustration is more than a theory. 
It is happening today in many classes of 
business. When Hart, Schaffner & Marx 
began to advertise the house was doing a 
business of $1,500,000. Ten years later 
this had increased to $15,000,000. 

An interesting comparison of selling costs 
and amounts spent for magazine advertis- 
ing by four ready-to-wear clothing manu- 
facturers was recently compiled by Printers 
Ink. 

[14 



XiMAC MARTIN ADVERTISING COMPANYX 



Hart, SchafTner & Marx 
B. Kuppenheimer & Co. 
Samuel W.^ Peck & Co. 
Alfred Benjamin 



Magazine 

Advertising 



$85,000 
49,000 
29,000 
24,000 



Selling 
Cost 



2|to3 

4% 
6% 
7% 



The Baltimore Bargain House, another 
concern doing a business of over $15,000,- 
000, sells by mail for about 2J%, against 
a selling cost of from 7 to 10 per cent of its 
competitors. 

The Postal Life of New York sells life 
insurance by advertising at $10 per $1000, 
compared to an average cost throughout 
the life of the policy of from $22 to $35 when 
business is secured by agents. 

Cutting the 

Cost of Obtaining Distribution 

from $5.00 to $1.27 

The mere fact that you spend money in 
advertising is, of course, not the main 
thing. The question is: "Are you get- 
ting the most for your money?' ' 

Several months ago I was asked to con- 
sider the planning of some advertising for 
a manufacturer of a new product. An 
advertising agency had been placing his 
advertising, but evidently had not studied 
his methods of merchandising. His article 



15 



x modern Methods of merchandising x 



cost the consumer 25 cents a box. He had 
very wisely instructed his salesmen in 
introducing the product not to over-stock 
the dealers. The salesmen found that, 
talk as they would, they very seldom were 
able to do better than put the product in 
on a consignment basis and then only in 
about 35 per cent of the stores they called 
on. Until I suggested it this manufacturer 
had never made an estimate of how much 
it cost per dealer to get this distribution. 
To his surprise it figured up about $5 per 
dealer. 

A very simple change in his merchan- 
dising plan enabled him to get 100% dis- 
tribution at a lower expense than the old 
method. In each town he entered his 
newspaper advertising started on the same 
day that a letter and a package was sent 
to all dealers in that town. The letter 
told exactly what the advertising consisted 
of and carried a return post card ordering 
a window-trim. The package contained 
a little counter display rack showing a 
half dozen boxes which were given to the 
dealer as a first stock free of charge. 

When we estimated the cost we found 
that by this method we obtained com- 
plete distribution over night, at an expense 
of $1.27 per dealer, against the $5.00 which 
had been paid before. 



[ 16 



feameltes 



NEW PACKAGE (2 PRINTINGS 



Flfil PIf 5) i£^^^*tt ,Iil,llllU 

I |\/''t>W5^:CO: SHORT CUT MACARdMI 



OJUD PACKAGE (j PRINTINGS) 




PAINTED WALL SIGN 




A Product which was given Distinctive 
Characteristics throughout all 
of its advertising. 



WHERE 31| CENTS ADDED 
! TO $4 MADE 65% INCREASE 



lUHtltllHtMlltllttljIMSMMIIMMM 



I KNOW of no class of business — (unless 
perhaps it is that of a burglar) which 
cannot be benefited by some form of ad- 
vertising. 

The modern way is to use salesmen as 
"closers" only, leaving the "opening" to 
be done at a lower expense through ad- 
vertising. A salesman's time is too valu- 
able and people prefer to make up their 
minds too slowly to waste a salesman on 
the preliminaries which can be told more 
quickly and shown more clearly on the 
printed page. 

A friend of mine made an investigation 
which showed that his salesmen sold 60% 
to 70% of the people called on before the 
goods were advertised, and that after 4 
months advertising the same salesmen sold 
from 80% to 90%. 

A jobber asked my advice about pushing 
the sale of one article in his line on which 
he was doing a business of $79,000. The 
selling season was 3 months, in which time 
his salesmen called on the trade not more 
than twice and then they had many other 
items to take orders for. No one of his 
salesmen cost him less than $2 a call. A 
series of mailing pieces was planned to 
support the salesmen and call on each one 

[ 18 



XMAC MARTIN ADVERTISING COMPANY X 

of his prospects once every two weeks, 
making eight calls during the season in- 
stead of the salesman's two. This adver- 
tising, including stamps and addressing, 
cost the jobber 31| cents a prospect, 
or a little over a nickel a call. At the 
end of the season he found that on an 
investment in advertising of $939, the 
salesmen showed an increase on that item 
of $52,000. His sales had risen from 
$79,000 to $131,000. By increasing his 
selling expense only 8% and putting that 
8% into advertising his salesmen were able 
to show an increase of 65%. 



19] 



liiiitmiiiuiiin Kiiiii inn if hii 1 111111 iiiimi inn uiui in iiiiuiii i iitm id lulling 

HOW ADVERTISING 
CREATES GOOD WILL 

^iiiiiiMiiitmmimuiiinmniiiiifimimiiuilinmimilimiinilllimiiiiimmiiliiH 



VS 



CONTINUOUS advertising does two 
things. It cuts costs and it increases 
the element of good will in a business. 
Salesmen can create good will, but the 
good will they create is usually only in the 
minds of those whom they actually sell. 
Many people who do not own automobiles 
greatly assist the sale of certain cars because 
the manufacturers, through advertising, 
have bought the good will of the entire 
country. 

No matter how perfect your equipment, 
your business cannot live without that 
intangible something the business world 
calls good will. I have often been sur- 
prised to see how readily the confidence of 
the public responds to frank honest adver- 
tising. Less than six months after I 
ran a special newspaper campaign, planned 
solely for the purpose of developing this 
element of good will, for a public ser- 
vice corporation capitalized at $4,375,000.00 
the owners were offered and accepted $200 a 
share for their stock, although before the 
advertising started it was quoted at $113 a 
share. 

Another idea of the dollars and cents 
value of good will created through adver- 
tising can be gained from a study of the 

[ 20 



XM AC MART 7ERTISINC COMPANY X 

following table showing the good will 
value represented by the business of some 
of America's leading advertisers. 



Name 


Capital 


Assets 


Good Will 


Per 

Cent 


Sears, JR.obu.ck & Co. 

Studebaker 

May Dept. Store. . . 

Underwood 

Loose-Wiles Bis. Co. 


$48,500,000 
43,500,000 
20,000,000 
13,500,000 
13,000,000 


$60,768,949 
56,467,143 
21,377,229 
15,476,785 
15,247,152 


$30,000,000 

19,807,277 

14,343,957 

7,995,720 

7,970,543 


49.3 
35.0 
67.0 
52.2 
51.6 


Advee 


.TISING I 

Invesi 


s a Form of 

'MENT 





Many people evidently consider adver- 
tising as some form of gambling and never 
think of estimating the possible results as 
they would those of any other form of invest- 
ment. Much advertising is successful in 
spite of itself. All of it could be, if men 
would look before they leap. I do not recall 
ever having met a man who said advertising 
had been unsuccessful in his business that 
on inquiry it did not develop that the fault 
lay in his merchandising methods, the 
quality or price of his goods, the length of 
time in which he expected returns, lack of 
knowledge of consumers, or some other 
perfectly simple thing that he could have 
avoided in the beginning. 

R. G. Dun & Company reports 84% of 
the failures in this country are among con- 
cerns which do not advertise. 



21 



XMODERN METHODS OF MERCHANDISING* 




Chart showing 
Division Of Market 



Before estimating your sales 
possibilities in any market we 
proceed to analyze that market 
to determine the total possible 
customers and the share you 
and each of your competitors 
hold. Such information is 
usually quite difficult to obtain, 
but when it is secured it is then 
easy to determine where to put 
the most sales effort. 



HOW MUCH YOU SHOULD 
SPEND FOR ADVERTISING I 



IN fact I think most advertising might 
be considered as memory insurance. 
Except in cases of very seasonable articles 
we can never tell just when any one 
prospect is thinking of buying. If you 
can feel certain that each of your pos- 
sible customers will remember your brand 
favorably when he goes to buy you have 
a distinct advantage. It is worth so much 
a buyer per year to insure your product 
in the memories of your possible customers. 

Coca Cola, with its $1,000,000 annual 
advertising appropriation, spends in this 
country of 100,000,000 population approxi- 
mately a penny a person a year for such in- 
surance. I know a man who pays $2 a year a 
prospect as memory insurance. Yet as there 
are only 1000 concerns with which he can 
do business profitably his advertising 
costs him but $2000 a year. When 
Coca Cola makes a sale the exchange is 
a nickel. When the other man makes a 
sale the sum involved runs into the hundreds 
and thousands of dollars. One can afford 
to pay more per unit. The other can 
afford to pay more in the total. 

So it is with all businesses. Each can 
afford to spend a different amount and each 
must employ different methods. 

23 ] 



)DERN METHODS OF MERCHANDISING X 



You and I live in the 20th Century, and 
we have at our command all of the complex 
machinery of modern merchandising. 

In this country alone there are over 
750,000 retail stores of different character- 
istics selling manufactured products to 
ultimate consumers. It is my business as 
an advertising agent to know the number 
of distributors in different markets and to 
develop the cheapest methods to influence 
them to handle your goods. There are 
over 22,000 publications in the United 
States, each of different value to different 
concerns, clamoring to carry your message 
to those who buy. 

My company represents no one particu- 
lar method of advertising. My associates 
and myself have spent our lives studying 
ways to influence people to buy. We are 
designers and writers, but we are first of all 
merchandising men. We know how to 
make illustrations which will appeal to 
people, and we know the best classes of 
cuts to use for different purposes. We 
are experienced in buying printing and our 
clients say that we add just that touch 
to their printed matter which gives it 
distinctive individuality. It is our prov- 
ince to know the value of different media, 
different markets and different methods, 
and to plan advertising campaigns which 
obtain the greatest results for the least 
money. 

f 24 



I 



Witi»iimimiiHuttrHtiM*iiiiHiii»titim»iiiiitfiiMitiiiMtiiiittitiimiit»MiiMiiuB 

I WHAT YOUR ADVERTISING! 
SHOULD COST 

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pimHM»utMttuumuutti>nununtituttuH>nttunmniiiuttntttttnnn>nuiiimi^, 



ANY business men say: "My busi- 
IVXness is so small that I can't afford 
to employ an advertising agency." 

But when they begin to figure up at the 
end of the year they find that they have 
spent more than they would have spent if 
a definite plan had been laid out by a com- 
petent advertising organization. 

The other day I was looking over the 
ledger of a manufacturer who in a year 
had spent $2750, for what his bookkeeper 
listed as advertising. When we began to 
separate the items this manufacturer was 
surprised to find, (although he is a most 
careful buyer of all of his supplies and will 
not spend a penny foolishly if he can help 
it,) that over $1200 of this expense was 
for exhibits at county fairs, church pro- 
grams, and other items which had nothing 
at all to do with reaching his market or 
his possible buyers. 

Just turn now to the part of your ledger 
headed advertising and see if it shows any 
such condition. 

It is not so much the amount you spend 
as the way you spend it. And that is our 
first concern when you employ us as your 
advertising agent, because any successes 



25 ] 



XMODERN METHODS OF MEKCHANDISr 



which we have ourselves made in the past 
have only come from making others success- 
ful. 

What Our Service Costs 

Some people have the mistaken idea that 
the charges of an advertising agency are 
variable and like a doctor's bills, differ 
with sizes of pocket books. Our prices 
are th.3 same to all and it is our policy always 
to submit estimates in advance. 

Our charges for space in publications 
are at the lowest card rates quoted by 
the publications themselves. We give 
you our complete service for just what it 
would cost you to buy the space alone. We 
can afford to do this because the publica- 
tions grant to recognized agencies a com- 
mission which cannot be obtained by ad- 
vertisers. They give us this commission 
because they recognize our service to be 
of value to them in decreasing the advertis- 
ing death rate, and in building permanent 
business for them. 

Special illustrations, booklets and fol- 
low-up literature as well as engraving and 
printing are at regular market prices. 

We make no charge for consultation and 
are always glad to go over the merchan- 
dising and advertising problems of anyone 
who is interested. 



[ 26 




PIECES FROM SUCCESSFUL 
DIRECT BY MAIL CAMPAIGNS 




H Spot Specialists 

Anyone can take out a spot with a pair 
of scissors. We do it without destroying 
fabrics. Our specialists catalog spots. We 
guarantee. Why not send your clothes to 
be cleaned and your laundry to the same 
place at the same time. Either phone 880. 

Nevens Co. 

Hennepin. Near Sixth Street 

"As you want it. When you want it 



PART OF A SERIES OF 
LOCAL STREET CAR ADVERTISEMENTS 



It pays to take pains with every advertisement 
sent out even if it is only a letter. 




THE OUTSIDER'S 
VIEWPOINT 



ADOCTOR cannot diagnose his own 
case. Very few successful advertisers 
attempt to write their own advertising. 
Over 90% of the advertising in this coun- 
try is prepared by advertising agents. 
If it were not the most economical method 
agencies would not long exist. 

My own advertising is the hardest ad- 
vertising I have to write. I can do it if 
I stay by it long enough, but I find that I 
am so much involved in the details of my 
business, wanting to tell too much or too 
little, that it takes me about four times as 
long to prepare presentable copy for my 
own business as it does for one of my clients. 
If I could employ someone else to write my 
own advertising I would do so. But I 
would have to go to a competitor. You have 
a distinct advantage over me in this respect. 

Then an outsider can tell many things 
that one on the inside hesitates to say 
about himself. 

The following are excerpts from a few ex- 
pressions of people who have had expe- 
rience with our methods. 

"You deserve a great deal of credit for 
your clear cut, businesslike methods of 
advertising. In this age of hot air artists, 

[ 28 



XMAC MARTIN ADVERTISING COMPANYX 

it is refreshing to find a man who deals in 
facts. Your letters have impressed me 
more favorably than anything I have ever 
received from any advertising man, and 
inspire me with confidence in your ability 
not to waste money." — Henry C.Garrott, 
President Garrott Candy Co. 

Here is another written in quite a dif- 
ferent vein, by one of our old clients, Mr. 
J. N. Stewart, Advertising Manager of the 
Northern Pacific Railway, who each year 
buys nearly a half a million dollars worth 
of advertising for this great railroad: 

"When 'Mac' takes a crack 

At a booklet or a placque 

You may look for something nifty 

With a style that's sure unique. 

He is chaste in his taste 

And so handy with the paste 

That you'll find but few can touch him 

Far and wide tho' you may seek. 

"A dash of pink — some purple ink 
And he'll really make you think 
That Dame Nature overlooked a bet 
In painting up the rose. 
Maxfield Parish may be garish 
But his art's not half so rarish 
As the touch that only 'Mac' can give 
To his booklets and his prose." 

Another by Thomas Dreier, Editor of "As- 
29 ] 



xModern Methods of Merchandkingx 

sociated Advertising", the official organ of 
Associated Advertising Clubs of the World: 

"In Minneapolis lives Mac Martin. 
Mac Martin believes that a man's first 
duty is to his family; his second to his 
business; and his third to his city. But 
he also knows that the man who does 
effective w^ork for his city does most 
effective work for his business, and there- 
fore for his family. 

"I have talked with many business men 
about Mac. They all swear by him. 
They know that he is on the square, that 
his judgment is good, that he never goes 
off half cocked, and that he is always eager 
to do what is best for the greatest number. 

"He holds the respect of big business men, 
is liked personally by those who work in 
his office, is popular at his own breakfast 
table, and is just boy enough to say that 
he is just started." 



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